Applause’s 4th edition gathers together more than 200 app marketing professionals

On June 7, 2019, the 4th edition of Applause was held in Barcelona, the congress focused on mobile growth and app marketing organized by PickASO, TheTool and AppsFlyer.

The Applause team gathered 200+ worldwide professionals at the W Hotel, where they had the chance to learn and network. This was possible due to organizers, sponsors, partners, speakers and, of course, all the attendees that came prepared to have a good time with colleagues in the industry.

Speakers and topics at Applause 2019

Just like in previous years, the event covered great topics for app marketing professionals and wanted to give importance to the mobile gaming sector during most of the morning. Just like in the previous year, Applause aimed to focus on conferences and workshops on user retention and acquisition, as they are probably the most important aspects in the app and gaming industry.

Diana Rubine, Customer Success Manager at AppsFlyer, was this year's presenter. Daniel Peris, CEO and Co-Founder of TheTool and PickASO, and Miriam Peláez, Co-Founder and CMO of PickASO, also welcomed all the attendees.

Mobile App Marketing Tendencies

Mariano Miculitzi, Sales Manager EMEA at AppsFlyer, shared interesting data on up and coming mobile marketing tendencies. Mariano held a keynote under the title “2019 Local and Global Trends in Mobile App Marketing” to get the Congress started. 

Mobile Games App Marketing

As discussed earlier, mobile games were the most relevant topic this year. A workshop by Marta Colombas from Chartboost was held throughout the morning. There were many participants, including Mathias Royer from Tilting Poing, Jacob Krüger, a consultant for several games companies (Scopely, among others); Miquel Gil from Gameloft, Jorge Canga from Kaizen Internet Group and Enric Cabestany from IGG.

Another talk focused on games was carried out by Mireia Rivero and Aina Albesa, from Social Point, on which they talked about best practices to release new games.

App Store Optimization (ASO)

App Store Optimization was undoubtedly another star topic at the event. Wolfgang Peters, Head of Performance Marketing at Flaregames and TheTool's Daniel Peris were the main speakers for this portion of the event.

User Acquisition and Retention

User acquisition and retention are two other sensitive and relevant topics for every app or game marketing team. The panel “Maximizing your mobile user acquisition and retention” was targeted to cover this and it was held by Jonathan Raveh, Director of Brand Marketing at Neura, with the participation of professional from PickASO, Google, Genera Games and Remerge.

On the lecture “The Future of UA”, Thomas Petit covered user acquisition at the end of the day, one of the most anticipated sessions among attendees. Lastly, this year, Revolut participated as one of the most fast-growing Fintech in the market. Patricia Gómez, PR & Comms Manager at Revolut Spain was in charge of sharing the story of their growth since its release.

Influencer and Content Marketing

Tim Armor, CEO and Founder of Fanbytes, had a presentation titled “Advertainment: How to win the heart of today’s youth audience”, covering how brands can connect with teenager audience. Sandra Wu, Paid Content Marketing Lead at Blinkist, talked about how content marketing can help an app’s performance on the conference “Leveraging Content Marketing as a Key Performance Channel”.

Programmatic Advertising

Jordi de Los Pinos, the Co-Founder and CEO at Smadex by Headway and Pepe Agell and Chief Strategy Officer at Chartboost, covered the programmatic advertising topic with a conversation about the future of mobile marketing.

Progressive Web Apps (PWAs)

CEO and Founder at Orainti, Aleyda Solis, discussed Progressive Web Apps (PWA) and their future. The tendency continues to grow and doesn't seem to stop gaining importance.

Mobile Growth Challenges

By the end of the day, a roundtable for Mobile Growth challenges was moderated by Jegor Ivanov from Jodel App. Many familiar faces of the mobile app industry gathered for a conversation: Thomas Petit (Mobile Growth Expert), Kevin Bravo (Phiture), Daniel Peris (TheTool), Gessica Bicego (Blinkist) and Luca Giacomel (Bending Spoons).

Workshops

We have covered some of the workshops held in the event, but the truth is that there was a parallel agenda for them. Peter Fodor from AppAgent along Irene Vaquero, User Acquisition Manager at Glovo, started the conversations talking about User Acquisition Automation.

“Building a custom analytics strategy for product growth” was the workshop carried out by Jenna Lindberg, Strategic Accounts EMEA & APAC at Mixpanel.

Finally, Daniel Peris talked about App Store Optimization on his workshop “A different ASO Approach”. The last workshop was AppsFlyer’s, held by Noa Manor, Senior Product Manager, who talked about “Advanced Audience Segmentation: Getting Closer to One-to-One Marketing”.

Happy Hour & Networking

A key aspect of an event like Applause are the moments to do networking such as breakfast, mid-morning meal, mid-afternoon break and, lately, cocktail and Happy Hour. This was one of the most anticipated moments, as the event had a privileged private terrace with sea views.